Looking for growth marketing tactics that have been shown to be the most successful at bringing in leads and increasing sales? This article will assist you in discovering the most effective marketing strategies for B2B or B2C company settings! Two paths are provided below, one for B2B firms and the other for B2C ones. Explore the finest methods to use for your company’s marketing plan by clicking or scrolling to discover more about the techniques that correspond to your business circumstance.
Top 10 B2B Marketing Strategies
I’m curious what business people with experience in marketing think of various marketing methods. We looked at current survey findings and papers that aggregated data on the subject and came up with a list of 10 B2B marketing tactics that are generally acknowledged as effective across all industries. Here are the findings we made, in no particular order:
Content Marketing
In order to change consumer behavior, content marketing prioritizes teaching above selling. This kind of strategic marketing focuses on producing and disseminating content pertinent to prospects’ demands in order to draw in customers who are most compatible with and likely to buy your good or service. As long as you keep the lines of communication open, you can modify your material to reflect the information you get about leads over time. This can be done by using a variety of media types, such as infographics, websites, podcasts, videos, blogs, white papers, webinars, and eBooks. It’s crucial to understand that content marketing and inbound marketing are not the same thing (more on inbound below). Although content marketing is a crucial part of an entire inbound growth strategy, it does not take into account other marketing techniques to enhance the value of the material.
Content marketing works well because:
- Draws potential customers into the sales funnel
- Increases brand recognition, trustworthiness, and appeal
- Target markets are in line with pertinent information
Inbound Marketing
Because it makes the most of the qualities of the majority of the other nine strategies to draw in, engage, and delight clients, inbound marketing is by far the most successful B2B approach. Contrary to conventional marketing techniques, like the other tactics mentioned above, inbound marketers attract visitors to a business website by creating and offering valuable content. Instead of upsetting visitors with intrusive traditional advertising, inbound messaging entices them in by appearing in the appropriate location at the appropriate time.
The reasons why inbound marketing works include:
- Works for businesses of any size or type
- Creates more knowledgeable prospects
- May be readily connected and controlled by a content management system (CMS), such as HubSpot, and a customer relationship management (CRM) system.
Social Media Marketing
In order to enhance exposure and website traffic, social media marketing focuses on giving consumers material they find useful and want to share throughout their social networks. In addition to influencing SEO efforts, social media sharing of articles, videos, and photographs frequently improve the relevancy of search results on social networking sites like Facebook, Twitter, LinkedIn, YouTube, and Instagram as well as on search engines like Google and Yahoo.
Social media advertising works well because it:
- Saves money on marketing while generating more leads
- Provides indicators that provide businesses more market understanding
- “Humanizes” brands and encourages conversions
Search Engine Optimization
A website’s visibility among the top organic (or “natural”) search results on search engines like Google, Bing!, and Yahoo is achieved through the process of search engine optimization, or SEO. Although it’s a frequent misconception that SEO is a standalone marketing strategy, SEO is actually performed by a number of strategies coming together and is essential to a successful inbound marketing plan.
Even while websites are visited thanks to social media, email, banner advertisements, and other marketing tactics, SEO exposure is crucial since search engines are the main means by which people access the Internet. With SEO, you may grow your audience in a relevant, focused way since people who are interested in your goods or services will self-identify as such.
The reason search engine optimization is successful is because
- Continues to evolve to keep pace with mobile and local search engine use
- Makes finding people interested in your product or service easier
- Is an affordable strategy to maintain brand competition with firms in a similar situation.
Search Engine Marketing/PPC
Companies may increase the amount of visitors to their websites by using search engine marketing, or SEM. Pay-per-click (PPC) links are one of the most often used SEM strategies. In essence, a business “sponsors” or purchases a link that shows up as an advertisement in search engine results for terms associated with their good or service. The business literally “pays per click” the search engine (or other third-party host site) every time the advertisement is clicked.
Because of these factors, search engine marketing is successful.
- Breadth in online tools and reach
- Cost-effectiveness in generating high visibility
- Adaptability to multiple markets and audiences
Account Based Marketing and Retargeting
ABM is a B2B marketing technique that focuses on a specific group of accounts by deploying highly customized campaigns. A speedier sales process, cost effectiveness, and a more effective use of marketing resources are just a few benefits it offers marketing and sales teams. Despite all ABM is, it’s crucial to keep in mind that it differs from focused outbound marketing. It is far more smart, personalizing marketing initiatives with tools like internet retargeting.
Retargeting employs cookie-based browser technology to track customers who came to your site but left (or “bounced”) without making a purchase or converting. Even if they are not particularly connected to your site, the cookie enables targeted adverts to show up in that users’ subsequent online searches and interactions. Retargeting is a successful conversion strategy because it keeps your brand in front of customers who have already shown interest in your goods or services.
Retargeting works well because it
- Reclaim window shoppers’ interest and purchasing power
- Generates high click-through rates
- Enables visitor segmentation and personalized communications
Earned Media and PR
Earned media, sometimes known as “free media,” is publicity generated via non-paid marketing initiatives. Earned media is uninvited and can only be acquired naturally. It can take many many forms, such as a social media testimonial, word of mouth, a television or radio mention, a newspaper story, or an editorial. Like conventional advertising, it cannot be purchased or possessed.
PR and earned media are successful because they:
- Are generally “free” advertising channels
- Are uninvited and, as a result, instantly recognized as credible.
- Increase public awareness of trustworthy, useful material
Referral Programs
A referral program is a catch-all name for a methodical strategy employed by businesses to reward customers who spread the word about their goods or services. The purpose of integrating certain affiliate programs, customer referral programs, and partner programs into a marketing strategy framework is to provide the immediate credibility of current customers to increase a client base. “Referral marketing” and “referral programs” are frequently used interchangeably.
Referral initiatives are successful because they:
- Utilize the recommendations of satisfied clients.
- Authentically acknowledge and strengthen brand devotion among customers
- Are perennially popular with customers
Industry Events
In-person and online tradeshows continue to be a popular B2B networking tool because they bring together businesses from a particular industry in one place, whether it be physical or virtual, to connect and showcase their newest goods and services. This is especially true when inbound marketing strategies support event efforts. Trade shows, which are almost never open to the general public, offer businesses the chance to build or strengthen relationships with important industry partners, clients, and prospects; spot market trends and opportunities; and learn what products and services their rivals are putting forth on the market.
Networking has encountered various restrictions as a result of the pandemic-driven “new normal”. However, technology is unquestionably a benefit because in-person events have been effectively transformed into virtual events that provide comparable advantages, such as:
- Meaningful interactions and relationship-building
- Good attendance and the creation of a lead generating environment that is target-rich
- Possibilities for companies of all sizes to access the same clientele and information
Fast Fact: The majority of B2B leads are generated through events like trade exhibitions, and case studies act as catalysts for lead conversion and amplification.
Conversational Marketing
Simply said, conversational marketing is a dialogue. The correct information is put in front of prospects and customers at the right moment with real-time engagement via a chatbot or live chat, and any follow-up queries are answered straight away. The user experience is greatly enhanced by personalized, pertinent involvement, which raises the possibility of receiving recommendations from pleased clients. Conversational marketing techniques reduce the length of time customers spend in the sales funnel for firms. Because relationships are built faster, conversions happen more quickly.
Marketing through conversation is successful because it:
- Delivers a genuine, personalized client experience by removing impersonal lead collecting levels.
- Promotes straightforward communication since customers can more easily express their demands and companies can more easily comprehend and help when the request is made in the proper context.
- Connections are strengthened since bots may also suggest more information to support buyer education.
Fast Fact: 90% of consumers desire a chat option, although messaging is still the most popular way for customers to communicate with businesses.
The bulk of the tactics we outlined have modest marketing influence when used in isolation. Inbound marketing, on the other hand, brings together the major players — SEO, SEM, content marketing, social media, and earned media — to create a comprehensive, cost-effective marketing strategy that produces quality leads, deepens client connections, and effectively builds brands.
Top 10 Business-to-Consumer Marketing Strategies
What do business experts think about various consumer-reaching marketing strategies? We produced a list of 10 B2C marketing strategy examples that are frequently regarded as effective across all industries after reviewing current survey findings and studies that gathered data on the subject. Here are the findings we made, in no particular order:
Social Networks and Viral Marketing
In order to enhance exposure and traffic, social media marketing focuses on giving consumers material they find useful and want to share throughout their social networks. Sharing content, videos, and images on social media has an impact on search engine optimization (SEO) strategies as well because it frequently makes search results more relevant in social media networks like Facebook, Twitter, YouTube, and Instagram as well as in search engines like Google and Yahoo.
Fast Fact: 50% of businesses use social media to obtain market or consumer information, and 61% utilize it to boost conversions.
Companies utilize sponsored media as a method to increase the amount of visitors to their websites through paid advertising. Pay-per-click (PPC) links are one of the most often used strategies. In essence, a business “sponsors” or purchases a link that displays as an advertisement in search engine results when terms associated with their good or service are typed in (this process is commonly known as search engine marketing, or SEM). The business literally “pays per click” the search engine (or other third-party host site) every time the advertisement is clicked.
Fast Fact: 65% of shoppers will click on a sponsored advertisement as they get closer to making a purchase.
Internet Marketing
To advertise and promote e-commerce, internet marketing, often known as online marketing, mixes the web with email. For the purpose of promoting goods and services and leveraging brand visibility, social media platforms may also be used. These initiatives are generally combined with conventional advertising mediums including print, radio, and television.
Also worth mentioning are internet reviews and comments. Word-of-mouth marketing is free, natural, and incredibly effective since individuals who are complimentary of your goods or services typically have nothing to gain from doing so other than spreading the word. A referral from a friend, coworker, or family member has inherent credibility and can generate dozens of leads who want to have favorable interactions with your business.
Fast Fact: Global e-commerce is anticipated to reach $3,056.3 billion at a CAGR of 14% through 2023
Email Marketing
Lead nurturing and conversion are both quite successful with email marketing. However, whether or not your communication is caught in spam filters is not a matter of luck. Instead, email marketing is an automated procedure that targets certain leads and clients in an effort to have an impact on their purchase choices. Success in email marketing is determined by open and click-through rates, so strategy is important, especially when it’s a part of a broader internet marketing campaign.
Fast Fact: The average expected email marketing ROI is $42 for every $1 spent.
As the name implies, direct selling involves marketing and selling goods directly to customers. In this strategy, sales representatives establish personal connections with customers by showcasing and offering items outside of retail locations, typically at the customer’s house (e.g., Amway, Avon, Herbalife, and Mary Kay).
Fast Fact: Currently, the direct selling industry is worth $63 billion.
Point-of-Purchase marketing, sometimes known as POP marketing, targets customers who are already in a store and prepared to make a purchase. By making an offer simply too good — and too obvious — to pass up, product displays, on-package coupons, shelf talkers that highlight product advantages, and other attention-getting “sizzle” frequently influence purchasing decisions at the shelf.
Fast Fact: While Americans spend $17.78 billion annually on impulsive purchases, Canadians only spend $8.8 billion annually.
Cobranding, Affinity, and Cause Marketing
A marketing strategy known as co-branding involves at least two brands working together to market and sell a single item or service. Consumers are more inclined to buy and are more ready to pay more at retail when the brands contribute their collective credibility to elevating the perception of the worth of the good or service. Additionally, co-branding could deter private label producers from duplicating the item or service. Similar to this, affinity marketing is a collaboration between a business (supply) and a group that brings people together with similar interests — for example, a coffee shop that sells items from a nearby bakery.
Co-branding alliances abound, but a few more recent instances show particularly strong natural brand alignment, such as the daring GoPro and Red Bull, opulent BMW and Louis Vuitton, and stylish Alexander Wang and H&M.
Similar to this, cause marketing strengthens and leverages brand reputation. A for-profit company and a non-profit organization work together in cause marketing to promote and benefit social causes and other humanitarian endeavors. Contrary to corporate giving, which is linked to particular tax-deductible contributions made by an entity, cause marketing is not the same thing. Relationships in cause marketing provide your consumers “feel good” assurance that you share their goal to improve the world.
Fast Fact: Customers view co-branding as a value endorsement from a company they are already familiar with, which may have a profitable halo effect.
Conversational Marketing
Simply said, conversational marketing is a dialogue. Real-time communication via a chatbot or live chat puts the appropriate information in front of potential clients and customers at the appropriate moment, enables self-service, and provides prompt answers to queries. The user experience is significantly improved by personalized, pertinent involvement. Conversational marketing is particularly beneficial for B2C companies since it expands customer service and often reduces the amount of time customers spend in the sales funnel. Because relationships are built faster, conversions happen more quickly.
Marketing through conversation is successful because it:
- Removes layers of impersonal lead capture and creates an authentic, personal customer experience
- Promotes straightforward communication since customers can more easily express their demands and companies can more easily comprehend and help when the request is made in the proper context.
- Relationships are strengthened because bots may suggest more material or goods that are pertinent to customers based on their previous activity.
Fast Fact: 90% of consumers desire a chat option, although messaging is still the most popular way for customers to communicate with businesses.
Storytelling
Brand storytelling engages customers on an emotional level by using a well-known communication structure. Instead of merely regurgitating data, storytelling enables you to create an engaging narrative about your business, what it does, how it solves issues, what it values, and how it engages with and benefits the community and the public at large.
Fast Fact: In a recent poll, 91% of participants said they had at least one brand with which they felt positively.